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Howtoweb 2010 2 -kris

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Kris Hiiemaa (ERPLY) - How to scale your start-up internationally

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Howtoweb 2010 2 -kris

  1. 1. How to scale? Kris @ ERPLY Founder, CEO & CFYO Follow kristjanh @twitter and I will explain what CFYO is
  2. 2. ERPLY <ul><li>Rockstar investors </li></ul><ul><ul><li>Satish, Saul, Reshma, Dave, Aydin, Marten, Zack, Kris </li></ul></ul><ul><li>Seedcamp 2009, Winner </li></ul><ul><li>Series A - $ 2M USD </li></ul><ul><li>Top engineers & designers </li></ul><ul><li>A g reat product, new version in alpha… </li></ul><ul><li>Paying customers & revenue </li></ul><ul><li>Team = 23 full time </li></ul>
  3. 4. What is your aim ? <ul><li>To rule the world </li></ul><ul><li>A better tomorrow </li></ul><ul><li>You are excited </li></ul><ul><li>To w rite code </li></ul><ul><li>MONEY </li></ul>
  4. 5. What is y our ultimate goal? <ul><li>BIG BUSINESS </li></ul><ul><li>or </li></ul><ul><li>FAMILY BUSINESS </li></ul>
  5. 6. Do you really want to scale? <ul><li>How big? </li></ul>
  6. 7. Are you ready to scale? <ul><li>High availability & speed </li></ul><ul><li>24/7 helpdesk </li></ul><ul><li>Extra capital, no free time </li></ul><ul><li>No life… </li></ul>
  7. 8. Homework <ul><li>Don’t go for the whole US, go for Boston or NY or SF – or LND – take over a city at a time </li></ul><ul><li>Be ready for very high expenses </li></ul><ul><li>Before that - get your pricing right </li></ul>
  8. 9. VC money <ul><li>Don’t raise too early </li></ul><ul><li>Founder should be CEO (@SatishD) </li></ul><ul><ul><li>Raise seed money, Series A is not easy </li></ul></ul><ul><ul><li>Don’t raise too much </li></ul></ul><ul><ul><li>Have focus before raising money </li></ul></ul><ul><ul><li>Keep in mind the costs </li></ul></ul><ul><ul><li>Try to raise from many investors, you need their connections </li></ul></ul>
  9. 10. <ul><li>Promote your team first then hire outsiders, build the culture </li></ul><ul><ul><li>If you hire the CEO from outside, be sure you are ready for that (team, structure, product, processes , etc . ) </li></ul></ul><ul><ul><li>T he top gun costs 10% equity and 150-200 k + EUR/ y ear </li></ul></ul>
  10. 11. <ul><li>Two ways to fail – no customers or too many customers </li></ul><ul><li>Have a working BO – helpdesk, service, payments , etc. </li></ul><ul><li>Track your costs (AWS might be too expensive) </li></ul>
  11. 12. Local? Yes <ul><li>Localization is not translation + time zone </li></ul><ul><ul><li>Local rules (law) </li></ul></ul><ul><ul><li>Traditions and practices </li></ul></ul><ul><ul><li>Business processes </li></ul></ul><ul><ul><li>Marketing (very expensive) </li></ul></ul>
  12. 13. Protect your IP - key asset <ul><ul><li>Source code (use svn, access rights) </li></ul></ul><ul><ul><li>Make correct IP transfer agreements </li></ul></ul><ul><ul><li>Register your TM in the E U or USA </li></ul></ul><ul><ul><li>Have IP investment costs specified </li></ul></ul>
  13. 14. Focus <ul><li>Learn to say NO </li></ul><ul><li>Not all deals are good </li></ul><ul><li>Remove function per day </li></ul><ul><li>Be prepared for troubles.. </li></ul><ul><li>Prioritize </li></ul>
  14. 15. Work or go home!
  15. 16. Team <ul><li>Subcontract, use part - time guys, SET QUOTAS! </li></ul><ul><li>Don’t hire too many people a t once </li></ul><ul><li>Keep your team small </li></ul><ul><li>Start new groups with separate managers </li></ul>
  16. 17. Set clear targets
  17. 18. Not sold = not worked
  18. 19. Motivate
  19. 20. Competition? <ul><li>Should you worry? </li></ul><ul><li>Use smart tools (Ubervu, Alexa, Google alerts & trends ) </li></ul><ul><li>Don’t obsess over them – you lose your own ideas </li></ul>
  20. 21. Are y ou a winner? <ul><li>Winners have: </li></ul><ul><ul><li>A process </li></ul></ul><ul><ul><li>Organization </li></ul></ul><ul><ul><li>Focus </li></ul></ul><ul><ul><li>Ability to handle failures=transform </li></ul></ul><ul><ul><li>Markets are different </li></ul></ul><ul><ul><li>Don’t give up, try again. </li></ul></ul>
  21. 22. ABC
  22. 23. Funnel <ul><li>Lead generation (Marketing SLA) </li></ul><ul><ul><li>SEM, SEO, AD’s </li></ul></ul><ul><li>Lead qualification </li></ul><ul><li>Follow up team </li></ul><ul><li>Closing ratio </li></ul>
  23. 24. Customer acquisition
  24. 25. Choose only the best guys who deliver fast
  25. 26. Don’t waste leads
  26. 27. Understand your growth
  27. 28. Conclusions <ul><li>Sales (customer acquisition) driven product development </li></ul><ul><li>Build Your KPI’s – metrics </li></ul><ul><li>Focus on SALES </li></ul><ul><li>Iterate (fire fast) </li></ul>
  28. 29. Thanks <ul><li>Next actions? </li></ul><ul><li>Follow kristjanh@twitter </li></ul><ul><li>Follow erply@twitter </li></ul><ul><li>Register online: www.erply.com (ref: howtoweb) </li></ul><ul><li>Send your CV + code sample or sales pitch to cv@erply.com </li></ul>

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